GoHighLevel features: what you get on each plan
Almost nothing here is gated by capability. The workflow builder, funnels, calendars, forms, reputation management and two-way SMS all sit on the entry plan at $97/month; what the higher plans buy is resale rights and rebilling, not software. The ceiling is elsewhere — email, SMS, calls and premium workflow steps are metered on every plan, so the subscription is a floor and never the bill.
Feature matrix
Checked against the HighLevel pricing page, the plan comparison page and the support portal on 27 August 2026. From plan is the cheapest plan on which the feature is usable. Add-on means it sits outside every plan and carries its own monthly fee.
| Feature | Included | From plan | Verdict |
|---|---|---|---|
| Workflow builder | Yes | Starter | Full builder on the cheapest plan |
| Premium actions and triggers | Partial | Starter | Metered at $0.01 per execution |
| Workflow Pro execution bundles | Partial | Add-on | From $10/month, cuts the rate |
| Funnel builder | Yes | Starter | Funnels and pages, no upsell tier |
| Website builder | Yes | Starter | Same editor, different container |
| Funnel page split testing | Yes | — | Documented, plan never stated |
| Order forms and one-click upsells | Yes | Starter | Native checkout, no bolt-on cart |
| Email builder and campaigns | Yes | Starter | Builder free, sending is metered |
| Email A/B testing | Yes | Starter | Up to six variants, real thresholds |
| Send-time optimisation (Smart Send) | Partial | Starter | Needs 1,000 sends in 60 days |
| Built-in email sending (LC Email) | Yes | Starter | $0.675 per 1,000, every plan |
| Email address validation | Yes | Starter | $2.50 per 1,000, every plan |
| Dedicated sending IP | Partial | Add-on | $59/month, separate from plan |
| Two-way SMS | Yes | Starter | Metered per segment, not bundled |
| MMS | Yes | Starter | Roughly three times SMS per send |
| A2P 10DLC registration | Partial | Starter | Mandatory, carrier fees on top |
| Voice calls and power dialer | Yes | Starter | Per-minute, both legs billed |
| Call tracking and recording | Yes | Starter | In the box, storage untimed |
| Calendars and booking | Yes | Starter | Replaces a standalone booking tool |
| Round-robin appointment routing | Yes | Starter | Team distribution logic included |
| Forms and surveys | Yes | Starter | Order upsell inside forms too |
| Website chat widget | Yes | Starter | Feeds the same conversation inbox |
| Pipelines and CRM | Yes | Starter | Described as basic by the vendor |
| Reputation management | Yes | Starter | Requests, replies and disputes |
| Review platforms covered | Partial | Starter | Google and Facebook only |
| Google and Facebook ad reporting | Yes | Starter | Attribution back to the pipeline |
| Unlimited users and contacts | Yes | Starter | No seat maths at any tier |
| Sub-accounts | Partial | Starter | Three, then unlimited at $297 |
| Memberships and courses | Partial | Unlimited | Vendor pages disagree, see notes |
| White-label desktop app | Yes | Unlimited | Your domain, your logo, no code |
| White-label mobile app | Partial | Add-on | $497/month on top of any plan |
| API access | Partial | Unlimited | Basic at $297, advanced at $497 |
| Client rebilling without markup | Yes | Unlimited | Pass usage through at cost |
| Client rebilling with markup | Yes | Agency Pro | The margin lives at $497 |
| SaaS mode and auto sub-account creation | Yes | Agency Pro | The one genuine capability paywall |
| AI Employee | Partial | Add-on | Tokens, or $50 to $97 per location |
| HIPAA compliance | Partial | Add-on | $297/month, no plan includes it |
The pricing page calls Starter « all core features », while the plan comparison page lists memberships as something Unlimited adds. The matrix takes the stricter reading. Separately, the LC Email article says rebilling needs « the Pro Plan », where the pricing page and the support portal’s pricing guide are both precise: pass-through at $297, markup at $497. Funnel split testing, the white-label mobile app and the HIPAA add-on rest on one vendor surface each, uncontradicted.
Feature by feature
GoHighLevel workflows
Workflows are the automation engine and they are not gated: the builder is listed on the Starter plan at $97/month alongside the campaign builder and pipeline management. There is no workflow count and no step limit tied to your subscription, which is the opposite of how most marketing platforms meter automation.
The metering happens one level down. Standard actions cost nothing. Premium triggers and premium actions — those calling marketplace apps, LC apps and certain platform services — cost $0.01 per execution, per sub-account, with 100 lifetime executions free. External AI model steps such as ChatGPT bill separately and do not draw down that allowance.
An optional Workflow Pro subscription buys the rate down rather than removing it: $10/month for 10,000 executions at $0.008 overage, $25 for 30,000 at $0.006, $50 for 65,000 at $0.004. Allowances reset on the payment date and never roll over, so seasonal agencies pay for capacity they will not use.
The gap against a dedicated automation tool is observability: you get execution history per contact, not a workflow-level run log with retry semantics. When a premium action fails against a marketplace app, diagnosis is manual.
GoHighLevel funnels
The funnel builder is on Starter, and it is a genuine funnel builder rather than a landing page editor with extra steps: multi-step paths, native order forms, and one-click upsells that charge a stored card without a second checkout. Order upsells also work inside forms and surveys, not only on funnel steps, which is unusual at this price.
Websites use the same editor in a different container, and a page can be converted between the two. You are not choosing a builder when you choose funnels; you are choosing whether the page belongs to a linear path or to a site tree.
Split testing lives inside the funnel editor. You pick a control step, create a variation by duplicating it or starting blank, and a slider distributes traffic at whatever ratio you set. Page views, conversions and conversion rate are tracked per variation in real time, with no third-party tool involved.
The gap against a specialist page builder is statistical, not editorial: no significance calculation and no automatic winner promotion, so you read raw conversion rates and call it by eye. On a step doing a few hundred views a week, that is slow and error-prone.
GoHighLevel email marketing
Email is native. LC Email is the built-in sending service on every sub-account, with no Mailgun or SendGrid account to connect, and the email builder is on Starter. Sending bills as usage at $0.675 per 1,000 emails across all plans, counted inbound and outbound including CC and BCC. No plan bundles a send allowance, so the platform fee and the email bill are always two numbers.
New accounts warm up on shared infrastructure for seven days from 250 emails a day, and shared sending caps at 25,000 a day. Past that you configure a dedicated sending domain, which raises the ceiling to 550,000 a day; a dedicated IP is a separate $59/month add-on. Address validation runs on all plans at $2.50 per 1,000.
A/B testing is more capable than the price suggests: up to six variants on subject line or content, a winner chosen on unique open rate or unique click rate, and a window from 30 minutes to 24 hours. The thresholds are real — 10 contacts per variation and 40 in total, or the test will not run. If nothing separates the variants by the deadline, the first is sent as winner, which is a default rather than a result.
Smart Send picks a per-recipient delivery time from 60 days of engagement history and unlocks on activity, not on plan: the sub-account needs 1,000 delivered emails in the previous 60 days. Regular campaigns only, not A/B or batch sends.
GoHighLevel SMS
Two-way SMS is on Starter, wired into the same conversation inbox as email and the chat widget, and usable as a workflow step. As with email, nothing about the capability changes between plans; only the billing arrangement does.
Messaging is metered per segment. US and Canada outbound and inbound both run at $0.00747 per segment, MMS at $0.0220 outbound, and numbers rent at $1.15/month local or $2.15/month toll-free. Voice is $0.0166 per outbound minute. The vendor states these match Twilio with a 10% discount on standard US and Canada rates, plus a fixed 5% markup at sub-account level on pass-through charges.
A2P 10DLC registration is not optional for US messaging and carries carrier fees of its own: up to $23.475 for a sole proprietor including fast track, then $1.50 to $10.50 a month for low-volume campaigns and $10.50 for high-volume. This is the line most people miss when they budget a platform fee and nothing else.
Where the plan actually matters is who pays. Passing charges to a client at cost needs Unlimited at $297/month; adding your own markup needs Agency Pro at $497/month. On Starter the usage lands on your card and stays there.
Continue reading
- GoHighLevel pricing — what the plans and the usage meters actually add up to
- GoHighLevel review — the verdict, and who this platform is genuinely for
- GoHighLevel alternatives — where to look if the agency model does not fit
This review follows our email infrastructure testing methodology. We disclose affiliate relationships in our editorial independence policy.
